Ambient Press Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

Great book on a subject not talked about enough

This book is amazing! This book is not only for beginners, but also for experienced professionals. I love the best practices shared by the author!

This was the most useful book I've read in a long time. It defines a process that I and startups I've worked with have intuitively followed for years but it was never well defined. Well Obviously Awesome does a great job of defining how a company can go about identifying their value and what type of customers they should be targeting. It also provides a great step by step process to follow (and templates online!) which makes it actionable.

Working with many technology customers, I have seen that almost all of them struggle with positioning and often proceed with marketing and sales campaigns before positioning is clear. In this respect, this is an extremely valuable book because it explains the topic in very practical terms. Book is also of the right length and format, so it is only as long as needed. I very much recommend this books bot to technology marketers and company founders / CEOs.

This is a good, practical book for anyone who wants to do product positioning better. The lessons (and examples) are generally applicable, but it's especially useful for people with technology products because that's the sector where the author gained her experience. It's an easy read, too, and as you read you can't help having ideas about how to do your own positioning better. The book's greatest strength is that it helps you see positioning through the eyes of a customer, rather than from your position inside a company. That sounds like an obvious thing to do, but it's different from the way most other texts are written, and it's certainly different from what most companies do. For example, when she talks about your product's differentiators she makes the point that internally, we know who our competitors are far better than our prospects do - so if our benefits are to resonate we need to compare ourselves to a more realistic group of alternative options. I've followed April Dunford's blog for years and she deals with real issues (the successes and the failures) because she's done this type of work first hand, many times. But this is not an assembly of blog posts, it's a coherent approach, with skills, tactics and templates that makes you think differently about positioning, and most valuably - do it in a way that's better for your customers.